Rent the Runway to Open Brick and Mortar Store Location So You Can Try Those Dresses On Before You Rent Them

Rent the Runway is well on the way toward total closet domination. Last month they introduced a subscription service called Unlimited which allows customers to rent designer accessories and outerwear in addition to special occasion dresses. What's the next step? Rent the Runway is opening a brick-and-mortar store so you can try on those dresses before you rent (the runway)!

The company has previously used the pop-up shop model to connect with customers IRL, setting up shop at Henri Bendel in New York City, but this new store, located on W. 18th in the Flatiron District, will be the first stand-alone location for Rent the Runway. Co-founder Jennifer Hyman told the Daily News, "Our aim is to use retail to re-invent the service and technology experience of a traditional store so that customers leave with knowledge of everything they should be renting this season." I'm not exactly sure what that means, but I'm picturing some very cool technological integration.

Although it may seem counterproductive in our Internet era, more and more online-only brands, such as Birchbox and Everlane, are expanding offline in order to build relationships with customers who value the tangible experience of in-store shopping. Online shopping is convenient, but nothing beats trying clothes on in person. Lots of people shy away from ordering pieces when they don't know how they'll fit, myself included. A Rent the Runway store is a great way to bridge the gap between retail shopping of old and Internet browsing of new!

Can't wait to hit the Rent the Runway location? You'll have to wait until September 3rd.

Image: Rent The Runway